Lead copywriter / creative
While Petit Filous has long been a family favourite, they found they were beginning to lose impact as a brand outside of promotions on their yoghurts. So we were tasked with creating a multi-channel campaign that not only was a pure product campaign, but one that crafted a long-lasting strategy and vision that Petits Filous could truly believe in.
Children in the UK spend less that one hour a week playing outside, and less and less time playing with their parents.
As a product that not only helps strong bone growth needed for active play, Petits Filous could also be a champion for children's play in general — pushing the boundaries beyond their product.
Time To Play was created to inspire children and parents to pledge, track, and celebrate 10 million hours of active family playtime across the nation in one year.
To bring the concept to life, we developed the 5 pillars of communication. Each element of the campaign was designed to work both independently of each other, as well as a holistically connected campaign for the user to become involved in. Activities ranged from large scale events, to more personal activities to play with your child.
The app and websites serve as a hub for the user to interact, track, and gain inspiration for their Time to Play.